The power of emotions - influence of multisensory marketing strategies

Karla Barajas Portas

This paper provides a theoretical framework for exploring how multi-sensory strategies can be used to understand the minds and hearts of consumers.

The power of emotions – influence of multisensory marketing strategies

Karla Barajas PortasUniversidad Rey Juan Carlos;, and Instituto de Empresa Business School, Spain

INTRODUCTION

Emotions had been studied since the beginning of the earth as a part of human beings. It was not until 1950 that Emotions were considered as a part of the business world. Extensive efforts have been devoted to determine the role of emotions in marketing (Edell and Burke, 1987; Aaker, Stayman and Vezina, 1988; Batra and Holbrook, 1990; Richins, 1997, O'Shaughnessy and O'Shaughnessy, 2003), most of them based on psychology research.

Emotions are a very...

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